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"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010

Presented at the EPiServer Partner Summit 2010 by Deane Barker.

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"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010

  1. 1. Why Conversational Marketing Matters:Engagement in the Age of Stratification <br />Deane Barker<br />Content Management Practice Director<br />Blend Interactive<br />
  2. 2. Blend Interactive<br />EPiServer Partner since 2008<br />2009 North American Partner of the Year<br />
  3. 3. Sioux Falls, South Dakota, USA<br />
  4. 4. Image by S.K. Photography<br />
  5. 5. Image by Dean Franklin<br />
  6. 6. @gadgetopia<br />
  7. 7. Why this topic?<br />Conversational marketing is becoming more and more important to customers.<br />EPiServer has a great story to tell.<br />
  8. 8. A Cultural Disclaimer<br />
  9. 9. What is conversational marketing?<br />Un-marketing<br />Marketing through dialogue rather than monologue<br />Marketing which allows the prospect to talk back<br />Participating in a conversation about your industry, brand, or customer’s interest<br />
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  12. 12. Harmony Tweets<br />Very soft sell<br />Targeted an interest of their pool of prospective customers<br />Encouraged the community to talk amongst themselves<br />Connected to other communication channels<br />Involved other organizations<br />
  13. 13. Why has marketing become conversational?<br />Marketing has stratified and technology is making it easier to cut out.<br />Technology has brought us back to the classic marketplace where consumers converse with each other.<br />
  14. 14. Big Point #1<br />Marketing has stratified and technology is making it easier to cut out.<br />
  15. 15. Integrated Advertising<br />
  16. 16. The Commercial Break<br />
  17. 17. Marketing Stratification<br />
  18. 18. Stratification<br />Image by Matt Mechtley<br />
  19. 19. Stratification<br />
  20. 20. Stratification<br />
  21. 21. Zenith Space Commander<br />Image by Jim Rees<br />
  22. 22. The VCR<br />
  23. 23. Tivo / DVR<br />
  24. 24. RSS<br />
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  27. 27. AdBlock Plus<br />
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  30. 30. Traditional Model<br />
  31. 31. Traditional Model<br />
  32. 32. Integrated Model<br />
  33. 33. Integrated Advertising<br />
  34. 34. Marketing has stratified<br />Technology has made it easier to cut out<br />Marketing has started to integrate back into content<br />
  35. 35. The $1Million Question<br />In a world where consumers can pick the marketing they’re exposed to, why would they pick yours?<br />
  36. 36. Big Point #2<br />Technology has brought us back to the classic marketplace where consumers converse with each other.<br />
  37. 37. The Cluetrain Manifesto<br />
  38. 38. “Markets are conversations”<br />
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  43. 43. Marketing isn’t changing. Rather, it’s changing back.<br />
  44. 44. The relative isolation of the consumer has ended.<br />
  45. 45. Consumers trust other consumer recommendations 78% of the time<br />82% of customers who read reviews from other customers claim they were affected by those reviews<br />Eight out of 10 customers trust brands more if they offer customer reviews.<br />
  46. 46. What is a brand?<br />
  47. 47. “The experiential aspect [of a brand] consists of the sum of all points of contact with the brand…”<br />Wikipedia, “Brand”<br />
  48. 48. The conversation is a “point of contact” you cannot control.<br />
  49. 49. A conversation is happening right now about your brand.<br />The only question: are you in on it?<br />
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  51. 51. The Saga of Jeremy Hermanns<br />
  52. 52. The Saga of Jeremy Hermanns<br />
  53. 53. The Saga of Jeremy Hermanns<br />
  54. 54. Conversation FAIL.<br />
  55. 55. Conversations about your brand are happening whether or not you’re involved.<br />There is value in participating in these conversations.<br />There is also considerable peril.<br />There’s even more value in initiating, hosting, and branding these conversations.<br />
  56. 56. Case Studies<br />
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  66. 66. Thank You<br />http://gadgetopia.com<br />http://blendinteractive.com<br />deane@blendinteractive.com<br />@gadgetopia<br />

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